Cue the outrage: Target is the latest retailer to incorporate LGBT people into its commercial advertising, with a spot featuring two gay dads and their adorable tot.

The ad is for Target’s “Made to Matter” product line, which focuses on Earth-friendly and sustainable ingredients from brands like Annie’s Homegrown, Burt’s Bees, Kashi, method, and Zarbee’s Naturals.

"Target is committed to diversity and inclusion in every aspect of our business, including our marketing efforts," a rep for the company said. "The casting of this couple and their son is in line with previous marketing that Target has created, including our wedding registry ad campaigns."

Anti-gay groups like National Organization for Marriage are already protesting Target for signing an amicus brief supporting a Supreme Court decision on marriage equality.

But the bullseye isn't backing down on its support:

"We believe that everyone – all of our team members and our guests – deserve to be treated equally," Jodee Kozlak, Target's executive vice president of human resources, said in August. "And at Target we are proud to support the LGBT community."